urban skin rx®

Sole copywriter responsible for translating technical usage & skin goals into relatable content. At a small startup, everyone has a seat at the table. In my seat (read: multiple seats), my expertise has propelled me from freelance blog writer to key stakeholder driving content management, campaign srategy, omnichannel alignment, & all communications that left the door.

brand bible

gatekeeper &

content manager

Preservation of the brand bible including style guides, product catalogs, ingredient definitions, & compliance manuals is in my DNA.

Establishing & organizing a scalable content library
Working with executives to evolve the brand book & associated materials when evolution is needed
Maintaining a database of technical ingredient definitions, user-centric product pages, & usage instructions
Organizing content & assets to ensure ease of enterprise accessibility
Creating support materials to educate cross-functional teams on compliant language & brand voice
Conducting user research to identify user pain points & industry trends, translating findings into tailored content strategies that enhance brand awareness & user engagement

Responsibilities include:

Click to check out the ingredient library in action

internal & external

communications

Work alongside executives to ensure cohesive messaging across internal & external-facing communications.

Developing & evolving brand mission, values, & storytelling to foster internal pride & external alignment
Cross-collaborating with brand & PR to audit press releases, launch events, & influencer engagement
Refining customer-facing rewards updates, reformulation announcements, stock issues, & order adjustments messaging
Creating customer engagement & volunteer sign-up surveys

Responsibilities include:

packaging & print + technical & marketing

product copy

Worked with product innovation & design teams to develop all packaging & print copy according to compliance standards.

Responsibilities include:

Writing user-focused copy for all components, unit cartons, inserts, launch events, & in-store displays, verifying consistency across all
Delivering SEO-optimized product page copy for DTC & retailers, including Ulta Beauty, Target, Amazon, Walmart, Walgreens, Retailer.com, & HSN
Working closely with product & legal teams to enforce regulatory copy & translate technical usage
Predicting customer FAQs to increase user perception, empower the customer experience team, & reduce support contact/user drop-off
Naming/re-naming products according to brand nomenclature convention & industry trends
Auditing & enhancing product catalog, ensuring brand, category, & attribute information is accurate, complete, & up-to-date

AKA anything you see with a URSx® logo, whether you’re in store or online, that’s me!

campaign,

editorial, &

promotional

Own 360 product launch, promo, & editorial campaign storytelling.

Breathing life into brief narratives that align objectives & excite internal stakeholders
Crafting engaging promo, & campaign stories that drive brand awareness, conversion & operational objectives
Creating wireframes & mockups that translate concepts into smooth user experiences
Refining cross-channel messaging to ensure cohesive strategy execution

Responsibilities include:

2023 integrated holiday campaign feat. ad work, email campaigns, web assets, & more. Tap images to expand!

ad work

Create ad copy featuring CTAs, & reasons to buy that support the ad strategies of our marketing team & growth agencies.

1. Want the Secret to Even Tone Skin? CTV Ad

2. What Does Beautiful Skin Mean to You? CTV Ad

3. Real Results for Real Skin CTV Ad

For this CTV ad, which opens with a must-watch question on the opening card, I was tasked with creating a 30-second script & copy along with visuals guidance with the goal of:

- Targeting cold audiences unaware of our brand or professional-strength collection
- Incorporating lifestyle videography to drive the story that even tone skin is achievable for anyone
- Highlighting the problems that this line addresses
- Pushing the narrative of credibility as a brand developed by Licensed Aestheticians
This CTV ad leads with a provocative question that you almost expect to tell you your skin has to be a certain way, then pulls you in with visuals that capture the diversity of skincare users.
The goal of this ad variation was to:

- Target cold audiences who’ve never interacted with the brand
- Showcase UGC representing diverse "skincare journeys” & real life “receipts” (aka B&A’s)
- Highlight skin concerns we “all face”
- Maintain messaging of “even tone for everyone
- Establish the voices behind the brand as Even Tone Experts
Challenge: How to increase awareness & connect with new customers in a saturated market.
Task: Create an ad that makes someone feel understood from jump.
Answer: This way. ⬆️
When someone’s on a journey to achieve their best skin ever, the last thing they want is to feel inundated with high-level jargon that makes understanding how their skin will benefit from a product damn near impossible. This ad shows we’re in touch, our products work, we’re human, we’re for everyone, & we’ll even give you a “non-beige” discount to try it.
This is the first full collection I had the honor of being a key launch stakeholder from weighing in on visual design to campaign development.
The goal of this particular ad was:
1. To humanize the skin concerns of men, a demo we’d failed to penetrate or speak to.
2. Showcase the effectiveness of the formulas.